7 Example Marketo Campaigns Using Social Data

Traditionally, marketers are able to get social insights in a marketing automation system at the campaign level. Social media management platforms like Hootsuite, Sprout Social and Oktopost integrations with Marketo and other marketing automation systems. They can tell you who has clicked on your links in your social posts or ads and which links are leading to conversions on your website.

There’s also social insights you can get directly in Marketo. Because Marketo and other marketing automation systems allow you to embed social sharing options within your content landing pages and emails, you can track who is engaging with your content socially, who’s sharing it and how that’s driving traffic to back to your website.

However, these approaches do not give you any indicators of who on social networks are actively engaging with topics relevant to your business outside of your own social posts. These could be mentions of key events your target audience attends, the key topics your marketing team creates content around, or your competitors.

With a social demand generation solution like Socedo, you can discover new leads who are engaging with your brand, influencers in your space, your competitors, and industry buzzwords. You’re not just tracking the people who click through on your own social posts, but everyone who is engaged on social media with the set of keywords you care about.

These people could be really good leads for you and are prime candidates for your email marketing, social media team or sales reps to follow up with.

Because Socedo integrates with Marketo, Hubspot and Salesforce, you can get social data on your lead records and capitalize on real-time marketing.

With Socedo’s own social lead monitoring product, we are listening to social activities of people to help us identify new leads, re-engage with cold leads, and fast-track existing leads through the pipeline by incorporating social data into our lead scoring model.

We are getting insights about an audience at a lead level rather than at a campaign level. This level of insights allows us to refine our engagement programs, develop more accurate lead scoring, and engage with our leads on social media one-on-one.

Below, we’ll show you seven real campaigns our marketing team executed in Marketo using social data.

One: Discover New Leads and Set up Targeted Engagement Programs

Based on our experience, we’ve found that there are certain things that people talk about on social media that tells us they’re likely to be a good lead for us. At Socedo, we’re selling to marketers. We’ve found that when people mention keywords like #demandgen and #leadgen, they often want to learn more about our brand so it’s a good time for us to reach out.

Identifying these leads is easy with Marketo’s Smart Lists. To discover these leads, we simply listen for people whose social media messages mention our target keywords.

To us, anyone who engages with our CEO Aseem is going to be a lead for us.

We set up a campaign for this type of lead and casually introduce them to our content with an email.

In this example, you’ll see that we’re waiting 24 hours before adding a lead to a nurture stream and sending them the introductory email.

For the first email, we send these leads a relevant piece of content in a plain text email, coming from our Demand Gen marketing manager. We mention that we had first connected with them on Twitter, quickly explain what we do and send them a top of the funnel e-book to read.

We find that this email has a 44 % open rate and 6% click through rate, which is very high for a marketing email, especially for a cold email. This is a lead who has not opted into my email list; they’ve only engaged with us on Twitter. We were also surprised by how many positive responses we’ve gotten from this email.

After we send this email, we add these leads to an engagement program. Here, we segment the leads by job title and send them to a specific engagement program with relevant for people in that job role.

In our engagement programs, we’ll first send these leads content such as webinars, whitepapers and case studies. If they open these, we send them a bottom funnel stream with product specific information.

Meanwhile, we’ve created a separate program just for people who tweeted specific keywords that we think are especially relevant Socedo.

Because Socedo builds social demand generation software, we feel that anyone who is tweeting about #demandgen can be considered a middle-of-the-funnel lead. We send this group of people to our
Active Interest” program to receive more product-specific content instead of more educational content we typically send to leads in the top of the funnel in Socedo.

In our experience, we’ve found that socially engaged leads are ready for product-focused content sooner than other leads. This means that they move faster through our sales cycle.

Two: Lead Scoring – Use Social Data to Update Your Lead Scoring Model

At its core, lead scoring is based on a simple idea. If someone fits my buyer persona (i.e. have the right job title, working at a company of the right size) and they actively engaging with my content right now, they are much more likely to buy from me than someone who has not been engaging with me in a while.

Social media provides another avenue for prospects to engage with your brand. Social engagement data points should be incorporated in your lead scoring model.

At Socedo, we score someone follows us on Twitter the same way as someone who opens one of our emails. We treat someone who’s actively responding to us on Twitter the same way as someone who registers for a webinar or downloads a whitepaper on our website.

We make sure that social engagement is reflected in our lead scoring model. For example, we track people who mention, tweet or retweet at our CEO, Aseem.

Because these people enjoy reading what Aseem has to say, we think it’s fair to increase their lead score.

For an in-depth guide on how you can incorporate social data into your lead scoring model, take a look at our guide

Three: Re-engage with Cold Leads

Most of the leads in your database are not ready to buy from you immediately. But you want to remind them that you’re there to help and capture their interest when they’re ready.

At Socedo, we’ve set up a program to identify our cold leads who haven’t engaged with us via email or our website in a while, but are active on social networks. These are leads we re-engage through social media.

In Marketo, we have a program set up to find people who are marketing leads, who were created last quarter, who have not opened any of our emails in the last 30 days, and who have not visited our website in the past 14 days. We listen to see if they’re still talking about the things we care about on social media. For example, our brand’s Twitter handle.

From here, there’s a couple of things you can do. One, you can choose to retarget these leads on Twitter where they’re active with an ad about your content offering or your product. Or, you can alert your social media team to reach out to these leads organically. In Marketo, you can set up an email alert for your social media team to make sure they reply to these prospects on Twitter or engage with them by “liking” something they’ve tweeted.

At Socedo, we see this as a good way to let these leads know that we still want to talk to them. We’ve seen leads come back to us as customers this way.

Four: Engaged Lead Alert

Social data can also help you move your leads through the sales cycle faster. At Socedo, we track the social activities of leads in our sales funnel so that our sales reps can see how their leads feel about our brand.

At this time, we are tracking anyone who mentions SocedoApp and are talking about Socedo.

We do a few things with these leads:

-If someone shares something negative about us, we reduce their lead score.

-Our Marketo/Salesforce admin will create “an interesting moment” so the sales rep can see what was the last tweet someone created that mentions Socedo. The sales rep can see this information and leverage it in the next call.

-We set an alert email to the sales rep with a message like this: “Your lead from [company] has been engaging with our Twitter handle, now might be a good time to reach back out. [Include the lead’s last Twitter message].”

This way, our sales reps can craft personal messages to engage with their leads, and get a higher response rate.

Five: Event Outreach – track people in your database who use certain event hashtags at key events. Invite people to check out your booth/party

ROI on event marketing can be hard to measure. You are paying upfront in order to get access to your target audience. But the quality of the audience at an event can be hard to gage.

At Socedo, we chose to sponsor the Marketo Nation Summit this year. To maximize our investment, we decided to use our own product to track people (both prospects and customers) who used the hashtag #mktnation (Marketo’s designated hashtag for the summit) starting a month before the conference. We assumed that most of the people who were engaging with the hashtag would be at the Summit. We sent them an email asking them to come by our booth and schedule a live demo.

“I saw you tweeted #mkgnation a bit ago. Are you attending Summit this year? If so, I’d love to invite you to our Socedo happy hour and schedule a one-on-one at our booth if you have time. Here’s a little bit more info.”

This this email, we were able to set up all our sales demos during the Summit. We also got demos set up after the conference with people who didn’t go to the conference.

You can use the same tactic for post-event marketing. Instead of paying a large amount to sponsor an event, you can track the event hashtag and see who in your database is using the hashtag, and reach out to them with a tailored message post-event.

Our customer at Dynamic Signal did this. There was a session at a conference they didn’t sponsor that mentioned their brand. They tracked that hashtag. To people who mentioned that hashtag, they send them an email saying “hey, you were at that conference, did you attend this session?”

This was a great way for their sales people a way to start a conversation with prospects and explain to people what Dynamic Signal does.

Six: Fast Track Great Leads

At Socedo, we’ve found that leads who engage with us on social are much easier for our sales people to reach over the phone. This means that we can identify the leads who mention relevant keywords and fast-track them to sales.

In our experience, we’ve found that people who engage with certain marketing influencers make good leads for us. We could send these leads content by these influencers as a way to start a conversation.

Take Matt Heinz as an example. Matt Heinz is a marketing influencer in Seattle who is very active on Twitter about B2B marketing best practices. We recently hosted a webinar with Matt.

Using Socedo, we are able to see who has recently tweeted with Matt Heinz. Even if they haven’t engaged with Socedo, we put these leads into a bottom-of the funnel program and send them to our Matt Heinz webinar. If they watch it, we fast –track them to sales.

Seven: Clean Up Social Data in Marketo

Due to its nature, social data is unstructured and often messy. To be able to use social data in Marketo, you’ll need to do some data management to make it fit into your standardized data model.

This is relatively easy to do. You can create data management campaigns to listen to specific phrases and keywords from tweets and match that data to your existing data model.

For example, let’s say you’re looking for search marketers. People may say different things on their Twitter bio such as “SEO, SEM, search marketing”. You’ll want to set up a campaign to listen to all these variations in keywords.

Then, set up a campaign to change the data values to make sure their job titles fit into your existing categories.

While these examples are in Marketo, you can apply the concept of social lead monitoring to execute campaigns in other marketing automation systems.